PURPOSIVE COMMUNICATION

Informative Communication

Informative Speaking
When people share knowledge about the world in which they live, they are participating
in the process of informative communication. There are many communication situations we
encounter every day when people explain or describe facts, truths, and principles in a way that
stimulates interest, facilitates understanding, and increase the likelihood of remembering. In
other words, informative speeches are designed to educate audiences.

Characteristics of Effective Informative Speaking

1. Intellectually Stimulating
Your audience will determine information to be intellectually stimulating when it is new
to them and when it is explained in a way that stimulates their curiosity and excites their
interest.
2. Relevant
You have a general rule to remember when preparing your informative speeches which
is: Don’t assume your listener will recognize how the information you share is relevant to
them. Incorporate listener relevance links, statements that clarify how a particular point
may be important to a listener throughout the speech.
3. Creative
Creativity is not a gift that some have and some don’t; rather it is the result of hard work.
Creativity comes from good research, time, and productive thinking.
4. Memorable
If your speech is really informative, your audience will hear a lot of new information but
will need your help in remembering the most important.

Techniques/ways to help your audience remember information:

● Presentational aids
● Repetition
● Transitions
● Humor and other emotional anecdotes
● Mnemonics and acronyms
5. Address Diverse Learning Styles
Because the members of your audience learn differently, you will be most successful at
informing all your audience when you present your information in ways that appeal to all
styles of learning.

Methods of Informing
1. Description
Description is the informative method used to create an accurate, vivid verbal picture of
an object, geographic feature, setting, event, person, or image. This method usually
answers who, what, or where question.
2. Definition
Definition is a method of informing that explains the meaning of something. There are
four ways to define something:
a. Define a word or idea by classifying it and differentiating it from similar ideas.
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b. Define a word by explaining its derivation or history.

c. Define a word by explaining its use or function.
d. Define something by using a familiar synonym or antonym.
3. Comparison and Contrast
Comparison and contrast is a method of informing that focuses on how something is
similar to and different from other things.
4. Narration
Narration is a method of informing that recounts an autobiographical or biographical
event, a myth, a story, or some other account.
Characteristics of good narration:
a. A strong story line
b. use of descriptive language
c. detail that enhance the plot, characters, setting and events
d. effective use of language
e. pacing that build suspense. (Baewarld, n.d.)
5. Demonstration
Demonstration is a method of informing to show how something is done, displays the
stages of a process, or describes how something works.

Types of Speech According to Purpose

1. Exploratory/Informative Speech
This type of speech provides information history, theories, practical applications, and etc. that
can help the listeners understand something that is unknown to them or already known but not
yet clearly understood. It is also meant to help the listeners understand a topic in a more in-depth
manner by providing the following in an organized way:
● new data
● data that are not readily available to everyone
● data already know to the audience but looked at in a different way

2. Persuasive Speech
A persuasive speech is written to persuade, or convince the listeners, of the validity of the
speaker’s argument. This might involve persuading someone to change their opinion or at the
very least take into account some elements that have not really been considered before.

3. Entertainment Speech
It is a speech intended to captivate audience’s attention and amuse them while delivering a
message. The purpose is not only to tell jokes. Neither is it the purpose of the speaker to have the
audience laughing throughout the speech.

Four Methods of Delivery

Learning Objectives

1. Differentiate among the four methods of speech delivery.

2. Understand when to use each of the four methods of speech delivery.
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The easiest approach to speech delivery is not always the best. Substantial work goes into the
careful preparation of an interesting and ethical message, so it is understandable that students
may have the impulse to avoid “messing it up” by simply reading it word for word. But students
who do this miss out on one of the major reasons for studying public speaking: to learn ways to
“connect” with one’s audience and to increase one’s confidence in doing so. You already know
how to read, and you already know how to talk. But public speaking is neither reading nor
talking.

Speaking in public has more formality than talking. During a speech, you should present yourself
professionally. This doesn’t mean you must wear a suit or “dress up” (unless your instructor asks
you to), but it does mean making yourself presentable by being well groomed and wearing clean,
appropriate clothes. It also means being prepared to use language correctly and appropriately for
the audience and the topic, to make eye contact with your audience, and to look like you know
your topic very well.

While speaking has more formality than talking, it has less formality than reading. Speaking
allows for meaningful pauses, eye contact, small changes in word order, and vocal emphasis.
Reading is a more or less exact replication of words on paper without the use of any nonverbal
interpretation. Speaking, as you will realize if you think about excellent speakers you have seen
and heard, provides a more animated message.

The next sections introduce four methods of delivery that can help you balance between too
much and too little formality when giving a public speech.

Impromptu Speaking

Impromptu speaking is the presentation of a short message without advance preparation.

Impromptu speeches often occur when someone is asked to “say a few words” or give a toast on
a special occasion. You have probably done impromptu speaking many times in informal,
conversational settings. Self-introductions in group settings are examples of impromptu
speaking: “Hi, my name is Steve, and I’m a volunteer with the Homes for the Brave program.”
Another example of impromptu speaking occurs when you answer a question such as, “What did
you think of the documentary?”

The advantage of this kind of speaking is that it’s spontaneous and responsive in an animated
group context. The disadvantage is that the speaker is given little or no time to contemplate the
central theme of his or her message. As a result, the message may be disorganized and difficult
for listeners to follow.

Here is a step-by-step guide that may be useful if you are called upon to give an impromptu
speech in public.
● Take a moment to collect your thoughts and plan the main point you want to make.
● Thank the person for inviting you to speak.
● Deliver your message, making your main point as briefly as you can while still covering
it adequately and at a pace your listeners can follow.
● Thank the person again for the opportunity to speak.
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● Stop talking.

As you can see, impromptu speeches are generally most successful when they are brief and focus
on a single point.

Extemporaneous Speaking

Extemporaneous speaking is the presentation of a carefully planned and rehearsed speech,

spoken in a conversational manner using brief notes. By using notes rather than a full
manuscript, the extemporaneous speaker can establish and maintain eye contact with the
audience and assess how well they are understanding the speech as it progresses. The
opportunity to assess is also an opportunity to restate more clearly any idea or concept that the
audience seems to have trouble grasping.

For instance, suppose you are speaking about workplace safety and you use the term “sleep
deprivation.” If you notice your audience’s eyes glazing over, this might not be a result of their
own sleep deprivation, but rather an indication of their uncertainty about what you mean. If this
happens, you can add a short explanation; for example, “sleep deprivation is sleep loss serious
enough to threaten one’s cognition, hand-to-eye coordination, judgment, and emotional health.”
You might also (or instead) provide a concrete example to illustrate the idea. Then you can
resume your message, having clarified an important concept.

Speaking extemporaneously has some advantages. It promotes the likelihood that you, the
speaker, will be perceived as knowledgeable and credible. In addition, your audience is likely to
pay better attention to the message because it is engaging both verbally and nonverbally. The
disadvantage of extemporaneous speaking is that it requires a great deal of preparation for both
the verbal and the nonverbal components of the speech. Adequate preparation cannot be
achieved the day before you’re scheduled to speak.

Speaking from a Manuscript

Manuscript speaking is the word-for-word interaction of a written message. In a manuscript

speech, the speaker maintains his or her attention on the printed page except when using visual
aids.

The advantage to reading from a manuscript is the exact repetition of original words. For
example, reading a statement about your organization’s legal responsibilities to customers may
require that the original words be exact. In reading one word at a time, in order, the only errors
would typically be mispronunciation of a word or stumbling over complex sentence structure.

However, there are costs involved in manuscript speaking. First, it’s typically an uninteresting
way to present. Unless the speaker has rehearsed the reading as a complete performance
animated with vocal expression and gestures (as poets do in a poetry slam and actors do in a
reader’s theater), the presentation tends to be dull. Keeping one’s eyes glued to the script
precludes eye contact with the audience. For this kind of “straight” manuscript speech to hold
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audience attention, the audience must be already interested in the message before the delivery
begins.

It is worth noting that professional speakers, actors, news reporters, and politicians often read
from an autocue device, such as a TelePrompTer, especially when appearing on television, where
eye contact with the camera is crucial. With practice, a speaker can achieve a conversational tone
and give the impression of speaking extemporaneously while using an autocue device. However,
success in this medium depends on two factors: (1) the speaker is already an accomplished
public speaker who has learned to use a conversational tone while delivering a prepared script,
and (2) the speech is written in a style that sounds conversational.

Speaking from Memory

Memorized speaking is the rote recitation of a written message that the speaker has committed to
memory. Actors, of course, recite from memory whenever they perform from a script in a stage
play, television program, or movie scene. When it comes to speeches, memorization can be
useful when the message needs to be exact and the speaker doesn’t want to be confined by notes.

The advantage to memorization is that it enables the speaker to maintain eye contact with the
audience throughout the speech. Being free of notes means that you can move freely around the
stage and use your hands to make gestures. If your speech uses visual aids, this freedom is even
more of an advantage. However, there are some real and potential costs. First, unless you also
plan and memorize every vocal cue (the subtle but meaningful variations in speech delivery,
which can include the use of pitch, tone, volume, and pace), gesture, and facial expression, your
presentation will be flat and uninteresting, and even the most fascinating topic will suffer. You
might end up speaking in a monotone or a sing-song repetitive delivery pattern. You might also
present your speech in a rapid “machine-gun” style that fails to emphasize the most important
points. Second, if you lose your place and start trying to ad lib, the contrast in your style of
delivery will alert your audience that something is wrong. More frighteningly, if you go
completely blank during the presentation, it will be extremely difficult to find your place and
keep going.
Key Takeaways

● Thereare four main kinds of speech delivery: impromptu, extemporaneous, manuscript, and
memorized.
● Impromptu speaking involves delivering a message on the spur of the moment, as when someone
is asked to “say a few words.”
● Extemporaneous speaking consists of delivering a speech in a conversational fashion using
notes. This is the style most speeches call for.
● Manuscript speaking consists of reading a fully scripted speech. It is useful when a message
needs to be delivered in precise words.
● Memorized speaking consists of reciting a scripted speech from memory. Memorization allows
the speaker to be free of notes.

Principles of Speech Writing

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Speech is classified according to Purpose—the Expository or Informative Speech, the Persuasive

Speech, and the Entertainment Speech—and according to the Manner of Delivery—Reading
/Speaking from a Manuscript, Memorized Speech, Impromptu Speech, and Extemporaneous
Speech. Given the different Types of Speech, can you identify and explain what goes into
preparing a Speech? What are the things to be done before the Speech is delivered?

First Principle: Choosing the topic

A Speech is meant to impart a Message to Listeners. The choice of topic may be up to the
Speaker but, more often than not, the Speaker is given the topic because it is the central theme of
a program, conference, or presentation. In any case, the topic should be timely, meaning in
existence at the present time (unless a historical event is the reason for the gathering). The topic
should be interesting to you (the Speaker), of course, so that you will be enthusiastic in preparing
and delivering the Speech. At the same time, it should be just as interesting to your Audience so
that they will focus on your Speech and nothing else. If there is a conflict between what you
want to say and what your Listeners want to hear, then it is the Audience who wins. A topic that
is new, that has not been heard of before by your Listeners, is an attention grabber. So is a topic
that is controversial as it encourages the Audience to listen carefully so they can choose a side.

It must be pointed out that when choosing a topic, the Speaker must ever be mindful of the
culture of the Speaker and Listener, their ages, their gender as well as their social status and
religious affiliation. It is good advice for the Speaker to choose a topic that is at the level of
knowledge of both the Speaker and the Audience.

Second Principle: Analyzing the Audience

Before writing down anything about the

Speech, one must engage in Analyzing the
Audience. A Speech for one occasion cannot
simply be used for another. There is no Speech
that fits any and all occasions. Each speech has
a different Purpose and a different Manner of
Delivery. So, given the hundreds of thousands
of Speech topics multiplied by the Types of Purpose and Types of Delivery, each Speech, even if
delivered by the same person, is unique. Every Speech is specific to the Speaker and may be
characterized by the topic chosen, the time and place of Delivery, and the configuration of the
Audience listening to this particular Speech.

The Audience is one of the major factors that determine the uniqueness of the Speech. Just as
there is no speech that fits all Public Communication Situation, there is no single Audience for a
Speech. How do you analyze the Audience if you do not know who the Audience will be?
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First, if possible, get or guess the demographic data of the audience: age, gender, ethnic
background, occupation, economic and social status, etc., especially if one is addressing a
business group, a student club, or a community organization. These data may influence the
Audience’s reaction to the Speech. Moreover, the data will influence the way you will write the
Speech—what points to choose, what to leave out, the words to use, and even what tone of voice
will work on them.

Second, it is important to know the groups to which your Audience belongs as these groups hold
certain beliefs and values. You may then be able to ascertain how your Listeners feel about
certain issues without having to talk to each and every Listener or do a survey among them. 

Third, it is just as important to find out how your audience feels about the topic of your Speech
and what they already know about it (so that you do not repeat it and bore the audience).

Finally, you should try to know how they feel about you as the Speaker and what they already
know about you. The Speaker may be able to gauge this from the organizers of the event and the
people who extended the invitation.

Third Principle: Sourcing the Information

This involves seeking out all the available means for finding materials to support the Speech.
Good sources are newspapers, magazines, books, journals, or any reading material full of useful
information. Search engines on the Internet such as Google or Yahoo may also be used.
However, the best resource are people, especially the experts or those who are involved in the
field to which the topic belongs. A Speech on “How to Take Care of Your Heart” may be built
on reading materials, but a cardiologist
(heart doctor) may give more accurate
data while someone who has suffered a
heart attack can provide real-life
experiences that a Speaker may use to
reach out and touch the Audience.

Information for any Speech topic must

be relevant, that is, it discusses the
topic directly; must be timely, meaning
it focuses on the present or recent past;
and must cover most, if not all, of the
topic (unless the topic focuses only on a
part of a general subject or issue). Information gathered must be at the level of knowledge of
both the Speaker and the Audience, without offending any Listener.

Fourth Principle: Outlining and Organizing the Speech Content

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This makes sense of all the research

conducted. With all the information
gathered for the Speech topic, it is
quite easy to be overwhelmed.
Although one may want to use all the
information gathered, that is not
possible, particularly since there is a
time limit.

The first step is to sort the information

into categories: statistics, testimonies
and opinions, historical facts, etc. Or
they may be classified according to the point they are making, specifically, that part of the topic
to be discussed.

The next step is to organize the Speech itself. For this, the best method is an outline. Even a
Manuscript Speech and a Memorized Speech begin with an outline, which is then filled out with
supporting materials. There are different types of outlines that one can use depending on how the
Speech is to be organized:

1. Chronological Outline – a historical/time approach like from the past to the present.
Example: Development of Ilocos Region from Martial Law to the Present
2. Spatial/Geographical Outline – going from one place to another, from one direction to
another.
Example: The Heritage Churches of Pampanga
3. Cause and Effect Outline – involves a discussion of both cause and effect of an issue.
Example: The Fish Kill in Laguna de Bay Problem-Solution Outline – explains a
problem and suggests a possible solution.
Example: Cleaning Up Manila Bay
4. Topical Outline – divides the topic into subtopics based on importance or interest
value or simply because the topic requires it; for topics that do not fall under any of
the previously mentioned outlines.
Example: Social Media Have Made Us Anti-Social
Once there is an Outline, it will be easier to know which supporting material to use where. The
outline also helps in pointing out whether a material may be useful or not.

There are two techniques to actually writing the speech, whether in full form for Manuscript or
Memorized Speeches, or in outline form for Impromptu and Extemporaneous Speeches. The first
technique is to Write the Body of the Speech first, filling in the content of the Speech later with
supporting materials. Then write the Introduction and Conclusion after. The other technique is
to Write the Conclusion first, which many find very helpful because it shows what the Speech
ends with. On the other hand, some use the technique of Writing the Introduction first to guide
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the Speech in the direction one wants it to go, then filling in the Body and writing the
Conclusion. Remember that for Extemporaneous (and even Impromptu) Speech, only the
Introduction and the Conclusion can be written out in full. The Body of the Speech should
remain in outline form.

Whichever technique works for you, the Speech, as written, should flow logically from one point
to another. This logical progression makes it easy for the Speaker to Deliver the Speech whether
in full form like the Manuscript or Memorized Speeches or in outline form like the Impromptu
and Extemporaneous Speeches. As a reminder, do not forget the Audience when writing the
Speech. They may have their own ideas and opinions about the topic of your Speech that may
not necessarily agree with those of the Speaker.
Principles of Speech Delivery
Think of a Speaker that one has heard and seen. State the reasons for liking this Speaker. Is it
his/her confidence, appearance, mastery of the language? All these answers are correct. A good
Speaker has to have a clear voice and uses words that are understandable. A good Speaker also
uses the right facial expressions and appropriate gestures. Moreover, Speakers are liked when
they talk directly to the Audience, maintaining eye contact with the Listeners. These Speakers
also move on the stage with confidence, showing mastery of Public Communication.
How does one deliver a Speech effectively? There are several Principles to be followed.

First Principle: Articulation

When the Speaker’s words cannot be understood because of poor articulation, the Speech might
as well not have been delivered at all. Word choice and grammatical correctness are necessary in
writing the Speech, but it is articulateness in pronouncing the words and speaking with clear
diction that effectively transmits the Message of the Speaker. It is highly important to know the
correct way of saying a word, whether they are familiar or unfamiliar. Proper breathing
techniques together with the correct molding of sounds that make up words contribute to
efficient articulation.

Second Principle: Modulation

There are pleasant-sounding voices, quite soothing to the ears, just as there are unpleasant voices
that sound flat, are high pitched, or screeching. People like to listen to voices that are well-
modulated, meaning the capability to adjust or manipulate the resonance and timbre of the vocal
tone. A microphone requires even more modulation as the amplifiers will resonate voices further.
But with or without a microphone, voices should not bombard our eardrums. If the Speaker’s
voice is modulated, Listeners will pay attention. The Speaker’s words will be heard clearly and
the Message of the Speech will be sent and received.

Third Principle: Stage Presence

The ability to “own” the stage, of the Speaker being able to fill the space and project his/ her
personality to the Audience—that is stage presence. The opposite of stage presence is stage
fright, which is considered by many as the topmost fear in the world of public speaking! But
instead of trying to get rid of stage fright (which cannot be done anyway), all that energy that is
making one feel shaky and nervous should be used to make the Speaker become an interesting,
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enthusiastic speaker capable of being heard and able to move about on stage. No one is immune
from stage fright. Other people just manage it better and create what we see as stage presence.

Fourth Principle: Facial Expressions, Gestures, and Movement

It is not just the choice of words and their proper pronunciation that make for an effective Speech
delivery. The Message of any speech is reinforced, clarified, and complemented by Nonverbal
Communication such as facial expressions, gestures, and movement. Without these nonverbal
elements, the Speaker may be judged as boring, with flat delivery and an unemotional voice.
Facial expressions should change with the content of the Speech. Gestures should emphasize
only certain points. Movement should allow the Speaker to carry the Speech around, forward,
and to the Audience, metaphorically speaking. It should also direct the Audience to follow the
Speaker and keep them hanging on to his/her every word.

Fifth Principle: Audience Rapport

It was pointed out previously that the most important aid in establishing a connection with the
Listeners is an Audience Analysis. Using this data, one is able to write a Speech that would
appeal to the Audience. Also because of the same data, one will know how to deliver the
Message to the Audience and connect with them at a deeper level.

Further readings…
Types of Speech Context
• Intrapersonal – This refers to communication that centers on one person where the speaker acts
both as the sender and the receiver of message.
• Interpersonal – This refers to communication between and among people and establishes
personal relationship between and among them.
• Public – This type refers to communication that requires you to deliver or send the message
before or in front of a group. The message can be driven by informational or persuasive
purposes.
• Mass Communication – This refers to communication that takes place through television, radio,
newspapers, magazines, books, billboards, internet, and other types of media.
Types of Interpersonal Context
• Dyad Communication – communication that occurs between two people
• Small Group – This refers to communication that involves at least three but not more than
twelve people
engaging in a face-to-face interaction to achieve a desired goal. In this type of communication,
all participants can freely share ideas in a loose and open discussion.
Types of Speech Style
1. Intimate – This style is private, which occurs between or among close family members or
individuals. The language used in this style may not be shared in public.
2. Casual – This style is common among peers and friends. Jargon, slang, or the vernacular
language are used.
3. Consultative – This style is the standard one. Professional or mutually acceptable language is a
must in this style. Examples of situations are communication between teachers and students,
employers and employees, doctor and patient, judge and lawyer, or President and his/her
constituents.
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4. Formal – This style is used in formal settings. Unlike the consultative style, this is one-way.
Examples are sermons by priests and ministers, State of the Nation Address of the President,
formal speeches, or pronouncements by judges.
5. Frozen – This style is “frozen” in time and remains unchanged. It mostly occurs in
ceremonies. Common examples are the Preamble to the Constitution, Lord’s Prayer, and
Allegiance to country or flag.

References:
Tejada K. C. et.al (2018). Purposive. Panday-Lahi Publishing House, Inc.
https://kablogsoralcomm.wordpress.com/2018/10/01/161/
https://www.facebook.com/450450642095698/posts/types-of-speech-according-to-purpose-informative-speech-provides-the-audience-
wi/932875887186502/
https://open.lib.umn.edu/publicspeaking/chapter/14-1-four-methods-of-delivery/
https://www.elcomblus.com/principles-of-speech-writing/
https://www.elcomblus.com/principles-of-speech-delivery/

Exercises

1. Find a short newspaper story. Record yourself while reading it aloud. Then, using only one
notecard, tell the class in your own words what the story said. This should be uploaded in the
group chat and google classroom for your classmates to give their observations about the
differences in your delivery.
2. Perform a three-minute extemporaneous speech answering the question, “What is the most
important personal quality for academic success?”

Angelamendoz1805
Prepared by:

LANNIE L. ENRIQUEZ
Instructor I